Cetra Ruddy

Left: Rendering of Rose Hill; credit: Pandiscio Green and Recent Spaces. Right: Still from a video by artist Marco Brambilla, commissioned by Rockefeller Group to emphasize the building’s Art Deco influence.

Formed over 90 years ago to develop and build Rockefeller Center, developer Rockefeller Group has never built a residential tower in its New York City hometown–until now. Their new condominium tower, Rose Hill has just been unveiled along with the launch of the building’s teaser site. The 600-foot tower is currently under construction at 30 East 29th Street. The building will be designed by CetraRuddy; first looks show an Art Deco-inspired facade that does not diverge heavily from the architectural style of Rockefeller Center.

As more and more people move to the Big Apple, the city is running out of room to house all of them. According to Mark Ginsberg of Curtis & Ginsberg Architects, even if the city were developed to the maximum capacity legally allowed, this would still only be enough room to house 9.5 million New Yorkers. Building up every square foot that has been zoned for development is impossible and the city’s population is projected to pass 9 million by 2040. At a real estate conference hosted by Crain’s last week architects from five different firms laid out their plan to serve the city’s swelling population and each focused on a specific borough.